PR. 317 Ch. 13 Notes

PR Casebook: The RFP Process with Caribou Coffee and Skinnygirl Cocktails -

Caribou Coffee is headquartered in Minneapolis, Minnesota. - It has about 500 company-owned coffee shops and many more owned by franchisees across the United States and abroad. - Caribou prides itself on good deeds and great coffee. Skinnygirl Cocktails began as Skinnygirl Margarita and led to a "cocktail revolution" with their low-calorie, ready-to-serve cocktails, as they say on their website. - Bethenny Frankel, seen in Figure 13.3, started Skinnygirl, but then it was acquired by Beam, the spirits company. - Skinnygirl prides itself on being "a fresh, modern, new-school way for you to cocktail, socialize, and live your life," according to its website. What Caribou and Skinnygirl had in common, beyond being beverage powerhouses, was the need for a new public relations agency. - Each extended a request for proposal, or RFP. - Each had specific needs. - Caribou Coffee wanted help with media relations, event marketing, and consumer engagement, according to PRWeek. - Skinnygirl wanted to grow its global footprint with the help of a PR program. Following the RFP, Skinnygirl Cocktails selected Coyne Public Relations as its agency of record. Caribou Coffee selected Exponent Public Relations. - Skinnygirl Cocktails reportedly liked Coyne for its creativity. - Caribou Coffee thought Exponent could help them use PR to drive sales. - In each case, PRWeek reported that five agency staffers were assigned to their new client. Interestingly, when Caribou's previous agency of record saw the RFP, they decided not to bid for the business. - Their expertise didn't align with Caribou's evolving needs, they thought. And while Coyne won the Skinnygirl Cocktails contract, they reported that they would work closely with Skinnygirl's other agency partners—an ad agency, media buying firm, social media company, and digital agency. - As you can see, there are several moving parts and considerations to make when developing an RFP—both from the side of the prospective client who is floating the RFP and from the side of the agency who is making a proposal. But it's a common way PR agencies build their business.

Briefing and Position Papers (13.8) -

Organizations, on occasion, prepare a report about an issue relating to the organization or the industry - such reports are called white papers, briefing papers, or position statements and may be aimed at journalists, others in the industry, opinion leaders, or even consumers. EX. IBM, for example, has issued several papers on the increased use of "Big Data" by business and industry and the growth of mobile communications, both areas of the company's products and services. Public relations firms and vendors in the industry also issue a variety of background papers on various trends and issues in the field related to their services. EX. Edelman Worldwide, for example, issued a background paper about the increased convergence of traditional and digital media as a way of promoting its services. EX. Business Wire, a major distributor of news releases, issued "A Guide to Press Release Optimization." Another example is Cision, which publishes media databases and provides monitoring services. It issued a paper titled "Staying Afloat in a Sea of Social Media: An Intelligent Approach to Managing and Monitoring Social Media." Indeed, the four reasons for writing and distributing a position or briefing paper are: (1) providing talking points when executives and public relations personnel talk to the media, (2) advancing an organization's perspective on a trend or issue, (3) using the papers as a marketing tool to promote products and services, and (4) establishing the organization as a "thought leader" in the industry.

Proposals (13.6) -

Proposals are a management technique to pitch new services, programs, or policies. - Any number of outside suppliers and vendors write proposals to provide goods and services to an organization. - Non-profit organizations also regularly write grant proposals to foundations and other funding organizations. As a public relations writer, you should be familiar with how to organize and write a proposal for at least two purposes: (1) to present a new public relations initiative to management for approval, and (2) to help the organization or client get support or funds from other organizations or groups. - Staff members at public relations firms are constantly writing proposals to get new business, and that particular area will be discussed in the next section.

Proposals by Public Relations Firms (13.7) -

Public relations firms usually get new business through the preparation of a proposal offering services to an organization. - This process through which agencies vie for new business is often two-tiered. - First a company looking for a public relations agency will examine the expertise of a large number of agencies. - After that process is finished, typically two to four agencies are selected to complete a request for proposal, or RFP. In other cases, a potential client will issue an RFP and circulate it directly to several public relations firms. - Trade publications such as PRWeek or Jack O'Dwyer's Newsletter or even websites—including The RFP Database—regularly list RFPs. EX. The Colorado Wine Industry Development Board provides an example of the RFP process. The board issued an RFP asking a PR firm to develop a 1-year campaign employing social media, public relations, media tours, events, and advertising. Colorado ranks 20th among U.S. states for wine production, and the board wanted to get that message out. The target audience was in-state and national wine consumers. The budget was $200,000. - An RFP—especially those that come from government entities—may have quite specific requirements that bidding agencies must meet. A typical public relations proposal might include the following sections: - the background and capabilities of the firm - the client's situation - goals and objectives of the proposed program key messages - basic strategies and tactics - general timeline of activities - proposed budget - how success will be measured - a description of the team that will handle the account - a summary of why the firm should be selected to implement the program - Many organizations, before asking for an RFP, will narrow their list of possible providers by first issuing a request for information (RFI), also known as a request for credentials (RFC) - this asks public relations firms to provide information about their capabilities, experience, and expertise. - A public relations firm should respond to an RFI by giving the following types of information: (1) number of employees, (2) standing in the industry, (3) range of resources, (4) primary areas of expertise, (5) current clients, (6) examples of successful campaigns in the same field or industry, and (7) unique characteristics of the firm that differentiate it from other firms. When a public relations firm is asked to prepare a proposal for service, this will usually include going through the written proposal in a somewhat formal presentation to the client. - The presentation enables the firm to project its enthusiasm for the project, make a persuasive case for its recommendations, and answer any concerns or questions. - Seeking out and responding to RFPs is a common way PR agencies build their business. - There are several moving parts and considerations to make when developing an RFP—both from the side of the prospective client who is floating the RFP and from the side of the agency who is making a proposal—as shown by the PR Casebook on RFPs from Skinnygirl Cocktails and Caribou Coffee.

Letter Content (13.5.2) -

The most important part of any letter is the FIRST PARAGRAPH. - It should concisely state the purpose of the letter or tell the reader the "bottom line" so the reader knows immediately the objective of the letter. - Think of it as akin to a lead paragraph in a news release. From a writing perspective, a DECLARATIVE STATEMENT is best. - Instead of writing, "I am writing you to let you know that our company will be contacting you in the near future about your concerns regarding product reliability," you can simply say, "A company representative will contact you about our product reliability." - The SECOND AND SUCCEEDING paragraphs can elaborate on the details and give relevant information. - The FINAL PARAGRAPH should summarize key details, or let the recipient know you will telephone if something needs to be resolved through conversation. - Writing a business letter requires clear thought and thorough editing to reduce wordiness. - Every time you use the word "I" to start a thought, think about how to remove it. ----> At the same time, take every opportunity to use the word "you" in a letter - it places the focus on the receiver and his or her needs instead of those of the sender. The TONE of a letter is another important consideration. - Readers don't like to be scolded, chastised, or pacified. - Try to write positive statements instead of negative ones. EX. Instead of saying, "You didn't follow up with the client," it is better to say, "You need to improve your follow-up with the client." EX. If you are apologizing for something, say so. Don't just say "I'm sorry..." Be specific in your apology.

Purpose of Proposals (13.6.1) -

The purpose of a proposal is to get something accomplished—to persuade management to approve and authorize some important action that will have a long-lasting effect on the organization or its people or generate new business. - By putting the proposal in writing, you let the recipient know exactly what is proposed, what decisions are called for, and what the consequences may be. - A verbal proposal may be tossed around, discussed briefly, and then discarded. - In contrast, when the idea is in writing and presented formally, it forces management to make a decision. Before writing a proposal, author Randall Majors says you should ask yourself questions like these: - What is the purpose of the proposal? - Who will read the proposal? - What are the pertinent interests and values of the readers? - What specific action can be taken on the basis of the proposal? - What situation or problem does the proposal address? - What is the history of the situation? - How much and what kinds of information will make the proposal persuasive? - What format is most effective for the proposal? - How formal in format, tone, and style should the proposal be?

How to Write a Professional email -

WRITING - - Respond to relevant, work-related email messages in a timely manner. - Keep messages short. Remember that many people now read email on their smartphones. - Give deadlines at the beginning of the message or even in the subject line. - Use language that falls halfway between formal writing and spontaneous conversation. - Blunt words and statements assume more importance in electronic form than in a telephone conversation. - Temper your language. - Use standard English and abbreviations. Don't use a lot of cryptic symbols as shorthand. Kids, not businesspeople, use acronyms like IMHO (In My Humble Opinion). - Use spell-check to automatically review every outgoing email and proofread it yourself. Poor spelling reflects on your professionalism and the organization's credibility. But realize that spell-checkers are not foolproof. Remember, they don't differentiate correct usage of "there" and "their." FORMATTING - - TYPING IN ALL CAPITAL LETTERS MAKES PEOPLE FEEL LIKE YOU'RE SHOUTING AT THEM. Furthermore, it makes your email more difficult to read. - Break out points or questions as numbered items. It helps recipients answer them in sequence. SENDING - - Send emails without attachments whenever possible. An attachment dramatically decreases the odds that your message will be read. - Copy only necessary people when responding to a group message. Avoid the "reply to all" syndrome. - Double-check who will receive your message before sending it. - Don't be an email junkie. Don't clutter up mailboxes with inane chitchat or forward jokes to large groups; it's irritating to receivers. - Although email is a form of one-to-one communication, it is not a substitute for phone conversations and meetings. They are important for maintaining personal relationships. - When emailing messages to the media, use "blind carbon copy" (BCC) distribution so that the recipients don't know it is a mass mailing. Use of BCC distribution is also best when emailing to groups of people who may not know each other. It protects their privacy. - Always reread an email message before sending it. Will the tone or choice of words offend the receiver? - Are you coming across as friendly and courteous, or brusque and pompous?

How to Write Effective Letters Efficiently -

Whether you are writing a personalized letter or a form letter, here are some general guidelines about their purpose, content, and format : - Produce courteous and effective printed forms for repetitive correspondence, such as requests for printed material or acknowledgments of inquiries. - Develop standard replies for often-asked questions or often-solicited advice where this is a part of the organization's routine business. - Develop standard formats for certain kinds of common correspondence to enable inexperienced writers to handle them easily and effectively. - Prepare a correspondence guide containing hints and suggestions on keeping verbiage and correspondence volume down to reasonable and effective levels. - Place a brief heading on the letter after the salutation, indicating the letter's subject. The heading will give the reader an immediate grasp of the letter's substance and will also facilitate filing. - Use subheads if the letter is more than two pages long, thereby giving the reader a quick grasp of how the subject is treated and where the major topics are discussed. - To personalize printed materials, attach your card with a brief, warm message. - If a letter requires a brief response, it is acceptable to pen a note on the original letter and mail it back to the sender. Retain a photocopy for your files.

Memorandums (13.4) -

- A memorandum—memo for short—is a brief written message, usually a page or less in length, that is intended for internal distribution. - In the past, it was photocopied and distributed to employees through the organization's mail system. - Today, the standard method of delivery is email for most routine memos. - On occasion, however, memos are still distributed in hard copy if they contain important information about employee benefits, major changes in policy, or other kinds of information that an individual should retain for his or her records. PURPOSE OF MEMORANDUMS - - Like an email, a memo can serve almost any communication purpose. - It can ask for information, supply information, confirm a verbal exchange, ask for a meeting, schedule or cancel a meeting, remind, report, praise, caution, state a policy, or perform any other function that requires a written message. - Many public relations firms require staff to write a memo whenever there is a client meeting, or even a telephone conversation, because it creates a record and "paper trail" of what was discussed and what decisions were made. - It should be noted, however, that hard copies of memos are often distributed even if they were sent via email. - The reason is that people don't always pay close attention to the multiple emails they receive, and they often overlook or unintentionally delete some before they are read. - Consequently, many organizations continue to distribute and retain hard copies of their most important memos, even if they are sent via email. CONTENT OF MEMORANDUMS - - A memo should be specific and to the point. - The subject line, as in email messages, should state exactly what the memo is about. If it is about a meeting, the subject line should state: "Department meeting on Thursday at 3 p.m." - If it is a summary of decisions made at a meeting, you could use: "Decisions made at November 15 staff meeting." - The first sentence or paragraph of a memo should contain the key message that would be of most interest to the reader. - All too often, first sentences don't provide any meaningful information. EX. (1) "Kevin Donaldson and I recommend that we cancel the Carstairs account." (2) "Kevin Donaldson and I met yesterday to discuss the Carstairs account." (3) "Kevin Donaldson and I recommend that we cancel the Carstairs account for these reasons." (4) "I've been asked to reply to your request for more information on the Carstairs account." (5) "You'll be glad to know that we finally got the results on the Carstairs account." ----> Both 1 and 3 are good choices because they are specific about a course of action. - Number 3 is the preferred choice because it includes "for these reasons"—a phrase that introduces an explanation. All the others are too vague and don't give the reader much useful information. FORMAT - - Every memo should contain five elements: (1) date, (2) to, (3) from, (4) subject, and (5) message. - These recommendations are based on a paper format; email memos differ because the date, sender, and recipient are embedded in most email messages.

Email Content (13.3.2) -

- Both style and substance are important to effective email. - Tim Berry, founder and president of Palo Alto Software, makes the point succinctly, "Even with the 'e' in front of it, it's still mail. It is your business communication." ---> In other words, you can be somewhat informal in an email message, but that does not mean you can be sloppy about grammar, punctuation, spelling, and sentence structure. ---> It also means that you need to think twice about writing something that would be embarrassing to you if the sender decided to forward it to others. - Also keep in mind that no email message is secure or confidential. - If you are using email at your place of work, be aware that management has the ability and legal right to read your email messages, even if you erase them. - More than one employee has been fired for posting messages that have included crude jokes about ethnic minorities and negative comments about supervisors. - Newer kinds of surveillance software can log all your keystrokes even if you don't send a message or if you erase that rant about your "stupid" boss. - If you work for a government organization, email messages can be requested through the Freedom Of Information Act (FOIA). - Even your personal email can be accessed as evidence in a legal action.

Summary of Traditional Letters -

- Business letters are personalized communication that should be well organized, concise, and to the point. - They can prevent misunderstandings and provide a record of an agreement or a transaction. - For mass mailings, templates and boilerplate text is often useful.

Email (13.3) -

- Electronic mail (email) inboxes are getting filled at an astounding rate. - In 2014, about 196 billion messages were sent to 2.9 billion email accounts each day - that's 71 trillion messages each year. -About 109 billion of those daily emails went to business accounts, according to research by the Radicati Group, a London-based market research firm. - The research also showed that the average number of corporate emails sent and received per person on a daily basis was 121. - In another study, it was found that individuals spend about 30 minutes daily reading email on their computers or smartphones. - By 2018, the volume of emails is expected to increase to 140 per person per day. - It is not only the volume that's a problem, but also the fact that senders want instant gratification via quick responses. - A quarter of respondents in one study expected answers to their emails within an hour. - A third expected a response within 2 hours. - A dictum in public relations is that organizations should respond to customer emails within 24 hours. - Monica Seely, author of "Brilliant Email," told the Financial Times that companies are losing 20 days per person because of poor email management. - Experts say, however, that the growth in the number of emails organizations must deal with is slowing compared to a decade or so ago, in large part because of other technologies such as instant messaging and social networks. - The Radicati Group notes that mobile instant messaging (IM) use has grown substantially in the business sector. "This is due to the fact that IM use in the workplace can be tightly monitored and controlled by IT and users are expected to use it much in the same way they use email," according to the Radicati Group report. - Despite the concerns of productivity experts like Seely and a rise in IM, email no doubt will continue to thrive because of its multiple advantages for cost-effective communication on a global scale. As a professional communicator, however, you need to recognize its limitations and to use it efficiently to get your message through the thick forest of information clutter. In many situations, you should bypass email by using instant or text messaging, Twitter, wikis, and RSS feeds.

Summary of Email -

- Email bulge is overwhelming many organizations and individuals. Use wikis, text messaging, RSS, and applications such as Twitter to reduce the flow. - Email is rapid and cost-efficient. It is not, however, a substitute for personal one-on-one communication. Email is less formal than a letter, but more formal than a telephone call. - You can increase the effectiveness of your email messages by (1) providing key information in the subject line, (2) keeping them to 25 lines or less, and (3) using proper grammar, spelling, and punctuation.

Email Etiquette -

- Everyone knows how to send an email. All you have to do is sit down in front of the computer, connect to the Internet, and start typing. Right? - Although this method may be all right for quick notes among friends, you should be aware that everyone is getting flooded with emails, and your missive is one of many that appear in an inbox. - Consequently, it is important to know some techniques that can improve the readership of your email. It's also necessary to be familiar with email etiquette among busy professionals.

Email Purpose (13.3.1) -

- In the business world, email is primarily an informal memo system intended for quick communication. - According to a survey of communicators in Fortune 500 corporations, email (1) reduces the cost of employee communications, (2) increases the distribution of messages to more employees, (3) flattens the corporate hierarchy, and (4) speeds decision making. - Email has other advantages. - It is a good way for public relations writers to send media advisories and news releases to the media, disseminate employee newsletters, and even visit with colleagues around the world. - Email is also effective from the standpoint of (1) being available to colleagues, the media, and other publics; (2) distributing documents for reviewing or editing; and (3) distributing e-newsletters to people who sign up to receive such information through their email. - Email has downsides, too. - Technological failures can make emailed communications vulnerable to data loss, but the more pressing issue is that private conversations and proprietary material can be exposed to the world by clever computer hackers. - Email's accessibility can be a disadvantage when one considers that a hard copy of a communication is shared directly between a sender and recipient. - While hard copies can be stolen and disseminated, they are generally less vulnerable than electronic copies accessed by hackers or forwarded to the press by disgruntled employees. - Lastly, emails can be perceived as emotionless and thereby open to inaccurate inference and interpretation. - Email is not suitable for all person-to-person communications. - At times, it is best to send a more formal letter on organizational stationery, as discussed in the Traditional Letters section. EX. A job recommendation or a letter to an unhappy customer makes a better impression on paper than in an email message, which seems less official and permanent. - Also, experts say that email should never be a substitute for face-to-face communication. - More than two-thirds of the respondents in a Rogen International survey say that face-to-face communication is the preferred channel of communication for delivering important information. - The study notes, "The good and the bad should be delivered face-to face: Seventy-one percent preferred good news to be delivered that way, as did 81 percent for bad news." According to PR Reporter; " Similarly, face-to-face should be used for discussing issues of workplace performance or personal confrontation. When it comes to job performance, employees need to be able to probe for answers and clarify responses, which is lost in email dialogue. For other discussions around potential conflicts or misunderstandings, face-to-face is crucial because email messages can be misunderstood; readers can perceive angry tones, abrupt manners, and even humor incorrectly." ---> In other words, you should think of email as one of your communication tools—but not the only one. - Email is a somewhat sterile, mechanistic form of interpersonal communication that can convey routine information very well, but you should also make the time to use the telephone and talk face-to-face with colleagues and clients. - Organizations are also increasingly using wikis and other online collaboration and project management tools, such as Google Drive and shared calendars for group editing, scheduling, and overall logistics, rather than email.

The Challenge of Communication Overload (13.2) -

- Information overload is a fact of life in today's world. - We're constantly bombarded with information on a daily basis. - The contents of the traditional mass media are consumed by millions of people every day, and they are now supplemented by the blizzard of information on the Web. - In fact, a business data firm, Domo, notes that for every minute of the day... - email users send 204 million messages, - YouTube users upload 72 hours of new video, - Facebook users share 2,460,000 pieces of content, and Twitter users send 277,000 tweets. - Public relations writers contribute substantially to the information clutter by communicating every day through email, social media, memos, letters, phone calls, and face-to-face communications. - Networking company Extreme Networks conducted a global survey and found that the average employee uses three to four types of messaging media each day. - Email was dominant with 99 percent citing its use; 92 percent cited telephones; 87 percent cited text messaging; and others cited Skype and Facetime as up-and-coming communication channels in the workplace.

Summary of the Challenge of Information Overload -

- Information overload is pervasive in our society. Public relations professionals contribute to it and should be aware of the volume of information that comes from email, Facebook, Twitter, and other media.

Mind your Email Manners -

- Jocelyn K. Glei is editor-in-chief and director at 99U, a website devoted to delivering "the action-oriented insights that you didn't get in school, highlighting real-world best practices for making ideas happen." In a blog post, Glei addressed "Email Etiquette for the Super-Busy" with the following "action-oriented insights" and recommendations. - BREVITY MATTERS. Glei writes that email authors should aim to keep emails to one sentence whenever possible. For example, when working out simple logistics, clarifying a point, seeking confirmation or acknowledging receipt of information. - GET THE ASSIGNMENTS UP FRONT. Rather than opening with a summary of a meeting or a conversation, get right to the action steps. What do you expect from the reader or readers? USE NUMBERS. If you have a series of questions or points to be made, break them out with numbers or bullets. - WHAT'S NEXT? Suggest a direction. Rather than "running something by" an executive, say what steps you would take. This limits the back and forth because preliminary next steps have been recommended. - DEADLINES ARE OUR FRIENDS. Most busy people welcome deadlines as a means of prioritizing their to-do list. - IDENTIFY NON-ACTION EMAILS. Glei says in their office they use "FYI" on emails that contain information but no action items. The label provides a quick winnowing mechanism. - GIVE A RESPONSE TIMEFRAME. If you can't get a complete response back quickly, shoot back an email providing the timeframe in which you'll reply—a day, a week, a month... - THANKS ARE UNNECESSARY. When endeavoring to de-clutter inboxes, eliminate the one-word "thanks" emails. Don't view it as rude ingratitude. Glei writes, "At this juncture, we're all probably more grateful for one less email." - IT'S UNWISE TO SEND ANGRY EMAILS. If you have a bone to pick, do it in person or by phone. While writing an angry email may be therapeutic, it seldom does anything to solve a problem and can often escalate it. - DON'T "REPLY ALL." If you are responding to an email that was sent to a group, respond only to the sender unless asked to do otherwise. He or she can forward it to the group if it's perceived to be relevant.

Email Format (13.3.3) -

- Like a written letter, an email has specific parts. - Five common elements in a business email are : 1) the subject line, 2) salutation, 3) opening, 4) body, and 5) closing. - Each of these elements pose specific writing challenges. SUBJECT LINE - - An email format, after the address, includes a subject line. - This is the opportunity to say succinctly what the message is about. - The growing reliance on mobile devices for accessing email only increases the importance of concise subject lines. - Think of the subject line as a form of headline. - If you are announcing an event, don't just write something like "Spring Concert" as your subject. - You have about 40 characters to give more detail. EX. For example, you might say "Tickets Available for May 5 Concert." - If you need a decision or response, say so. The subject line, in this case, might say, "Your plans for attending Spring Concert?" or even "You're invited to a Spring Concert on May 5." - When you provide context and more description, the recipient knows exactly what is being discussed or requested. - A report by the Center for Media Research noted, "Though the research showed that, overall, shorter subject lines correlate with higher open rates and click rates, subject line word order, word choice, and brand and audience awareness are also critical success factors." - Brian Clark, founder of Copyblogger Media, suggests following a "Four U" approach to writing subject lines. Ask yourself: 1) Is the message Useful to the target reader? 2) Is the subject line Ultra-specific? 3) Is the message Unique? 4) Is the message Urgent? If so, does the subject line reflect that? SALUTATION - - An email is somewhat informal, so it is unnecessary to include the sender's full name, title, organization, and address as you would in a business letter. - It is also unnecessary to say, "Dear . . ." Just begin with the person's first name. - There is some debate, however, about using first names of people you haven't met. Many people are put off by an email that assumes a familiarity that doesn't exist. - You need to exercise some judgment when choosing your greeting. - If the email is business oriented, such as to a customer, you might use a more formal designation, such as "Hello, Ms. Smith." You can also say "Dear Ms. Smith," but that term doesn't quite fit the format of an email, which is more like a memo. - If the email is being distributed to a group, use an opener such as "Team" or "Colleagues." FIRST SENTENCE OR OPENING PARAGRAPH - - Get to the "bottom line" right away, so the recipient knows immediately what the key message is and what you want him or her to do with it. - Avoid starting email messages with such phrases as "I wanted to inform you . . . ." Some experts suggest starting and ending with references to "you" or "we"—"you requested," "last time we talked," "you need to know." - If you have action steps, communicate them early in the email. - A busy reader may not make it to the bottom of your email. BODY OF MESSAGE - - Think of an email as a memo. - Most experts say the best email messages are short. How short? A good rule of thumb is one screen. That is about 20 to 25 lines, single-spaced. But one expert says to try to limit emails to a single line, especially if you're addressing super busy executives. - It is also recommended that there be no more than 65 characters per line. - Others recommend that you keep the length of lines even shorter, because people can read material faster in a narrow column (left half of page) than as an entire screen of type. - Many email programs will flow text based on the size of the window, unless you specifically set margins. - Ultimately, use your own good judgment when applying these "rules." Their appropriateness may vary based on message, recipient, and situation. - When appropriate, you can use boldfacing, underlining, and bullets to highlight key pieces of information as you would in a news release or a media advisory. - The idea is to help the viewer scan the message for the important points. - As previously noted, don't use ALL CAPITAL letters. - However, It is also a good idea to include other email addresses or websites so a viewer can easily click on them to get more information. CLOSING - - Sign off with a brief word such as "Regards," "Best," or even "Cheers." - You can also use the standard closing "Sincerely" if you're so inclined. - Include your name, title, organization, email, phone and fax numbers, and Twitter handle in a standard signature. ---> This enables the recipient to contact you directly if he or she wants additional information. It is also a handy reference for the recipient.

Traditional Letters (13.5) -

- Many college students, used to the informality of email, have no idea how to compose a business letter. - A business letter, actually printed on paper and sent via the postal service, requires a more systematic approach to writing and formatting a message. - It is written primarily to individuals when a more "official" or formal response is required. EX. Job applicants, for example, make a much better impression with prospective employers by sending a handwritten thank-you note instead of an email or text message thanking the employer for the interview. - As Max Kalehoff, senior vice president of marketing for SocialCode, says, "If well-written, a handwritten letter can deliver extraordinary impact." - Public relations professor Kevin Brett, however, argues in his "(Almost) Daily Brett Blog" that handwritten thank-you notes are passé at best, and ineffective at worst. - He warns that a handwritten thank-you note sent by postal service runs the risk of being lost or overlooked or sending the hiring manager the message that you are out of date. - Brett writes, "A professionally written, relatively concise email to the hiring manager can properly express your sentiments and reinforce your interest in the job. Sending a terse text...runs the risk of coming across as flippant and not doing the job." - He also notes the potential for sending a thank you via a medium such as LinkedIn. - Whether you decide to send a handwritten note or one via email or LinkedIn, the key is to take the time to thoughtfully compose your message. - As a public relations writer, you will write two kinds of letters : 1) One is the single, personal letter to a specific individual. This is the most personal form of letter writing, because a one-to-one dialogue is established between the sender and the recipient. - A letter is perceived as more permanent than email and often serves as an official record of a dialogue involving employment, an issue about company policy, or even an answer to a consumer complaint. 2) The second kind of letter is less personal, because it is often a form letter about a specific situation sent to large numbers of people, such as stockholders, customers, or even residents of a city. - These form letters might be considered direct mail, but they go beyond the common description of direct mail as a form of advertising to announce a recall, sell goods or services, or even to solicit funds for a charitable organization. - Form letters, often written by public relations staff and signed by the head of the organization, usually give background or an update on a situation affecting the organization and a particular public. EX. A good example is a form letter sent to owners of GM vehicles to apologize for an ignition problem resulting in a major recall, and signed by the president of General Motors. The president reassured owners that the company was dedicated to fixing the problem and that ensuring the safety of its vehicles was a primary concern. A copy of the letter was also published as an ad in various publications.

Summary of Briefing and Position Papers -

- Many organizations issue position papers or briefing reports that give background on an issue or trend related to their business and industry. - Such papers can have several objectives. They can indirectly promote the services and products of the organization or be a way for the organization to position itself as an opinion leader in the industry.

Summary of Memorandums -

- Memos are generally used as internal means of communication. They should be one page or less and state the key message immediately. - A memo has five components: (1) date, (2) to, (3) from, (4) subject, and (5) message.

How to Write a Position or Briefing Paper -

- On a cover page, use a title that tells exactly what the paper is about. - Keep it short. A position paper should be five pages or less. If the paper is 10 pages or more, use a table of contents or an index. - Include an "executive summary" at the beginning of the paper, which is a succinct summary of the report's findings or recommendations. It enables busy readers to rapidly understand the crux of the position paper. - Place any supporting materials or exhibits in an appendix at the end of the report. - Use subheads, boldface, or underlining throughout the paper to break up blocks of copy. - Use simple graphs, bar charts, and pie charts to present key statistical information. - Use pull-out quotes from key executives or experts to highlight key messages. - Be concise. Don't use excessive words. Check for repetitious information. - Check for clarity. Is it clear what you want to say or communicate? - Avoid overt marketing and promotion for the organization's services or products. - Give appropriate websites and other sources for readers who want more information on the topic. - Post the position paper on your website and make it printer friendly.

Summary of Developing Expertise in Business Communication -

- Professional business correspondence should be written, formatted, and distributed with an eye for efficiency. - There are five key points to writing effective emails, memos, and letters: completeness, conciseness, correctness, courtesy, and responsibility.

Summary of Proposals -

- Proposals must follow a logical, well-organized format. They are prepared to generate new business, convince management to make a decision about a contract or approve money and resources for a project, or request funding for a business or non-profit.

Developing Expertise in Business Communication (13.1) -

- Public relations personnel spend a large percentage of their working day engaging in interpersonal communications. - They are constantly sending, receiving, and replying to email, texting, summarizing the results of client or management meetings, answering voicemail, sending memos to colleagues, writing proposals, and preparing position papers. All this takes organization, efficiency, and communication skills. - Composing, writing, and distributing an email or a memo isn't rocket science or even very glamorous, but it's amazing that many individuals have never been taught about formatting such material in a professional way. - The challenge of writing effective emails, memos, and letters is best expressed by Richard E. Neff, a consultant in Belgium, who writes in Communication World, "Writers waste too much time producing texts that waste even more time for readers." The solution, he says, is to "write smart, simple, and short." - To be sure that your messages are pertinent and well-received, consider the following: COMPLETENESS : - Whether you are writing a 10-line memo or a 32-page annual report, you must be certain that it contains the information needed to serve its purpose. Ask yourself why you are writing and what your reader wants or needs to know. If more information will aid the reader's understanding, provide it—but don't give your reader a mass of irrelevant material. Preparing an outline will help ensure your message is on target and complete. CONCISENESS : - Less is better. Conciseness means brevity. Your objective is to be as brief as possible, because people don't have the time or the patience to read through long messages. This means that you need to carefully select words that convey ideas and thoughts in a concise manner. If you can summarize a message in a 140-character tweet, why not transfer that skill to other media? CORRECTNESS : - You must be accurate in everything you write. If an item in the mass media contains an error, the blame may be spread among many people. An error in a personalized communication, however, reflects solely on you and your abilities. Be sure that what you prepare is accurate, and you will get credit for being a professional. COURTESY : - These are personal communications. Personal names are used extensively, and both senders and receivers have considerable interest in the material. You might think it advisable to make the messages as personal as possible, but don't go overboard. The writing should be polite, but not effusive; personal, but not overly familiar. RESPONSIBILITY : - Be prudent and think about how your communication will be perceived by the recipient. A letter, text message, tweet, or email is a highly visible record of what you say, so be careful about setting the right tone. Do you come across as flippant, arrogant, or defensive? Or do you come across as helpful, sympathetic, and concerned? You are representing your employer or client, so your communications must be in accordance with the organization's policies and procedures.

Summary of Proposals by Public Relations Firms -

- Staff at public relations firms must constantly write proposals for new business. - Organizations often issue a request for proposal (RFP) that invites selected firms to prepare a detailed pitch. - The competition for business is intense among public relations firms. Proposals must be thorough, be well written, and offer creative ideas to prospective clients.

Purpose of Traditional Letters (13.5.1) -

A letter may be used to give information, to ask for information, to motivate, to answer complaints, to soothe or arouse, to warn, to admit, or to deny. - In short, a letter can carry any sort of message that requires a written record. - It is a substitute for personal conversation, although it is not as friendly as face-to-face conversation. - It does have the advantage, however, of allowing the writer to get facts in order, develop a logical and persuasive approach, and phrase the message carefully to accomplish a specific purpose. EX. Answering a complaint letter is a good example. The specific purpose is to satisfy the customer and retain his or her product loyalty. Although many organizations use standard form letters to answer customer complaints, a more personal approach that specifically deals with the complaint is usually more effective. - This is not to say that every letter must be written from scratch. - There are often key "boilerplate" sentences and paragraphs that can be used or modified that fit the situation. - Most letters, for example, will include language : (1) thanking the customer for writing, (2) apologizing for any inconvenience, and (3) explaining how the product will be replaced or providing a coupon for future purchases.

Proposal Content and Organization (13.6.2) -

A proposal may be presented in a few pages or multiple pages, depending on the size of the organization and the scope of the proposal. Communication Briefings suggests that proposals are more compelling if the writer includes four major components: - SHOW A NEED. Tailor the opening to your readers' needs. If you are seeking funds for a special event, for example, tell how such an event will enhance the organization's reputation, improve employee morale, or increase customer loyalty. - SATISFY THE NEED. Suggest how the event would be organized to meet the needs of the audience and the organization. - SHOW BENEFITS. Stress how the event would improve employee morale, increase media coverage, or improve reputation among key publics. - CALL FOR ACTION. Ask for a decision. Be specific about the resources and budget that you require to execute the project. An informal proposal, one that is project oriented, might include the four components listed above in the following organizational structure: - INTRODUCTION. State the purpose of the proposal. - BODY. Provide background to the problem situation, criteria for a solution, the proposed solution, a schedule for implementation, personnel assignments, budget, and some background on the proposal's authors. - CONCLUSION. Request approval or the signing of a contract. - TRANSMITTAL. Summarize (in a memo, letter, or foreword) why the proposal is being made. In a more formal proposal, these four areas may be extended as follows: - COVER PAGE. The title of the project, date of submission, and either the department or individuals making the submission. The cover page may also include an eye-catching image such as the organization's logo. - TABLE OF CONTENTS. A list of all items in the proposal. - TABLES AND EXHIBITS. A list of illustrative elements and where they can be found. - SUMMARY. A condensation of the proposal, which gives readers the basic information and enables them to appraise the idea before they go on to the details. - INTRODUCTION. The scope, the approach, how information was obtained and evaluated, and limitations and problems to help the reader understand the idea and weigh its impact. - BODY. A complete, detailed statement of what is proposed. - RECOMMENDATION. A clear, concise statement of what is suggested and how it is to be implemented. - EXHIBITS AND BIBLIOGRAPHY. Items substantiating the statements in the proposal and assuring the readers that the proposal is based on thorough study of the problem or the opportunity. The Foundation Center says that typical fundraising proposals include (1) an executive summary, (2) a statement of need, (3) a project description, (4) a budget, (5) organization information, and (6) a conclusion.

Letter Format (13.5.3) -

As a general rule, letters should be written on standard business stationery. - The letterhead should have the name, address, and telephone number of the organization. - Additional information can include the sender's email address and Twitter handle, and the organization's website. Letters should always be word-processed. - Usually they are single-spaced. - Each paragraph should be indicated, either by indention or by a line space. - One page is the preferred length. - A two-page letter is acceptable but, if the letter runs longer than that, consider putting the material in another format, such as a brochure that is included with the letter. The date the letter was written should be at the top left on the letterhead. - Next comes the full name, title, and complete address of the recipient. --> It is formatted in the same way as an address on an envelope. - The next element is the salutation or greeting. The usual approach is to write "Dear Mr. —" or "Dear Ms. —." - You should NOT use a first name, such as "Dear Susan," in a greeting unless the person already knows you. On occasion, you will need to write a letter to an organization on some routine matter and you won't know the name of the recipient - this often occurs when you are requesting information or inquiring about a billing. - In this instance, a good approach is to put your letter in the form of a memo. EX. For example, a letter about a bill might be addressed, "To: Manager, Accounting Department." The body of the letter should be about four or five paragraphs. - It's wise to use short sentences and keep every paragraph to about four or five sentences. - One common problem for inexperienced writers is writing compound sentences that get quite convoluted and difficult to understand. Closing a letter is easy: You can write "Yours truly," or "Sincerely." Then leave a few lines for your signature, followed by your typed name. - You can also add your direct phone line or email address so the recipient can easily contact you. There is one more crucial step = Once you have the final draft, use a spelling and grammar checker to correct any errors. - You also need to personally proofread your letter because a spell-checker program doesn't catch wrong words that are spelled correctly. - You may want to write "site" but write "cite" instead. Another common homophone error is replacing "there" for "their." - A computer spell-check won't help you out in those instances. - Sending a letter with obvious mistakes is sloppy and unprofessional. - Many employers, for example, automatically discard any letter or résumé from a job applicant that has grammar or spelling errors.